ALTBalaji to embrace UPI based payment option for subscription through partnership with PayU

Mumbai: PayU India has partnered with ALTBalaji, the digital platform ofBalaji Telefilms Limited for opening an additional method of payment for the OTT platform’s subscription services.Payment options provided through PayU Biz are Credit Card, Debit Card, Net Banking, Itz Cash, Yes Pay, Ypay, PayU Money wallet and UPI. The global OTT entertainment platform- ALTBalaji will offer 250 hours of original content and subscribers in India and abroad will have the option to pay through PayU.

Speaking on the announcement, Nachiket Pantvaidya, CEO of ALT Digital Media Entertainment Limited said,“Our vision of providing a seamless experience to our subscribers is fulfilled by the ease with which PayU enables payments in India and abroad. By enabling UPI based payments we hope to pioneer digitally payments for entertainment a reality on our platform and reiterate our commitment towards Digital India. We hope to leverage the wide variety of payment options that PayU brings to ALTBalaji”

Pradeep Shekhawat, Head SMB Business at PayU India said, “We are delighted to partner with ALTBalaji and excited to extend our services to our users in India as well as abroad. The association will move us forward in our endeavor to double our digital transactions by year end, which currently stands at around INR 6,000 crore per month.Using our secured payment gateway, consumers pay through Credit Card, Debit Card, Net Banking, Itz Cash, Yes Pay, Ypay, PayU Money wallet, UPI & USD and enjoy ALTBalaji’s subscribership.”

PayU has presence in 16 high growth markets in Asia, Central and Eastern Europe, Latin America, the Middle East and Africa with an active user base of 30 million and processing 150 million transactions in 2016 worth a combined $4.2 billion.

Created to provide an alternative to mainstream Indian entertainment & TV content, ALTBalaji will bring fresh and interesting stories to audiences in varied genres. The platform will offer original content of 250 hours in the first year of its launch.

ALTBalaji app launched on 16 April 2017 with 5 new shows and will release new shows every fortnight for its viewers to binge watch. The content is created by some of the best talent of the Indian entertainment industry, including critically acclaimed directors and actors. The long illustrious list of artists comprises of Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs, Dipannita Sharma Atwal, and more.